MNG00114 Competitive Strategy

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Aim: The primary aim of this assignment is to explore your capacity to analyse the strategies and strategic processes of real organisations and determine their
effectiveness. It also aims to determine your ability to analyse such practical matters using the resources of theory, concepts and research that you have mastered
during this course.

Core Task:
Basing your arguments on the academic literature that you have studied for this unit, write a report on the ways three different organisations have been able to obtain
sustained competitive advantage in their markets. Your report should discuss the following points about each of the three organisations:

1. Evidence that the organisation has a sustained competitive advantage
2. Theoretical analysis of the reasons for the achievement of sustained competitive advantage.

Your discussion is to be based on three suitable published case studies. This means case studies published in the academic literature – for example, the series of case
studies in the textbook or in equivalent textbooks. You may not use Yahoo! as one of the case studies and short articles in newspapers, magazines, website opinion
pages and the like are definitely not acceptable, although such materials may be used to supplement the published case study and your analysis. All sources must be
properly referenced. If in any doubt about the suitability of a case study, seek an early ruling from your tutor.
This is a substantial piece of scholarly work and will require extensive engagement with both unit theory and at least three detailed case studies.

Process:

1. Choose your three cases. They all need to be published cases in academic sources (e.g. textbooks, journal articles). It is obviously important that each case
represents an instance of a company achieving sustained competitive advantage (check your materials to be clear about what that means).

2. Analyse and locate evidence. Begin to analyse each case in terms of the two questions – particularly question one. It is vital that you respond to both
questions, but the evidence for sustained competitive advantage is more likely to be in the case material itself. It is in this part of the process that you might
bring in supplemental material from company documents/websites, media analysis and so on. Be sure to reference all sources properly. You need to try and show clear and
where possible objective evidence of sustained competitive advantage.

3. Analyse and explain. You need to move from the presentation of evidence for sustained competitive advantage to explaining how the company/organisation was able
to achieve that through its strategies. This part of the assignment requires you to consider any aspect of the strategy process and/or any aspect of the organisations’
strategising that you think has enabled them to sustain their competitive advantage. You will need to show that you understand relevant theories and concepts from the
course and that you can apply them to an analysis and assessment of different companies’ strategic actions and performance. Consider using different models and
theoretical perspectives (for example in relation to the readings for topic two) to make your analysis. For example, you might find that one successful organisation
has executed strategy by applying a rational positioning approach in a disciplined manner whereas another successful organisation has executed a successful strategy by
consistently exploiting valuable resources as suggested by the RBV. You may find an opportunity to critique various concepts and theoretical positions through seeing
how they apply or don’t apply to your case organisations. Evidence that you understand and can use tools of strategic analysis will add value.

4. Compare and contrast. You have been examining the strategic performance of three different companies. It is likely that they will each have pursued somewhat
different strategies, strategic actions and strategic processes. You should compare and contrast these differences. Make an effort to explain why the differences
occurred and if possible assess the relative merits of them.

5. Write up. On completing your analysis, you obviously need to write it up. You should respond to this task in essay format, although headings and subheadings
should be used to help readers understand the structure of your paper. A possible structure might be:

a. An introduction which both sets up the task and the rest of the essay, and introduces the core concepts that the task is designed to deal with – competitive
advantage for example. You might also take this chance to scope the work – for example the time frame that will be used to assess competitive success for the case
organisations.
b. Description of the three cases. Describe each case, each organisation and the sources of your information.
c. Evidence of Sustained Competitive Advantage. Marshal all the evidence that you can that you think reveals that each organisation has sustained competitive
advantage.
d. Analysis and Explanation. Provide a detailed analysis of how each organisation achieved its success in strategic terms.
e. Comparison. Compare and contrast the three cases and their pathways to success.
f. Conclusion. Summarise the key points and what can be learnt from the overall analysis.

6. Submission. Once you have completed the report and are satisfied that you have done your best, submit it via Turnitin on Blackboard. Submission needs to be
made before 11.59pm (AEST) Friday Week 11 (4th September). Please be reminded of the plagiarism rules which apply.

The marking criteria for the assignment are on the next page. They are published to give you detailed guidelines about the way in which your mark will be calculated.
Please read them carefully. Note that they are a guide, not a definitive formula for allocating marks. No set of criteria can accurately describe every possible
assignment and so your final mark will reflect the application of academic judgement by your marker to your whole assignment.
MNG00114 Competitive Strategy (Session 2, 2015)
Assignment 2: Published Case Studies Marking Criteria

Ratings and Comments According to Criteria Mark
Introduction.
Properly describes the task and sets up the report content that follows:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0 NA

Introduces the core concepts
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Outlines the parameters and scope that will be used in the assignment
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Further Comments as necessary

/10
Case Selection and Description
Selection of three appropriate cases from appropriate sources
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Each case is properly described to enable the reader to understand them and their context:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0
/15
Evidence of Sustained Competitive Advantage Is able to show clear evidence of sustained competitive advantage for each case
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

The evidence is sufficiently detailed and objective
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Further Comments as necessary
/20
Analysis and Explanation Provides a plausible explanation for the sustained competitive advantage and strategic success of each case organisation:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Makes appropriate use of theories, models and concepts from the course to explain competitive success:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Shows a good understanding of theory and concepts and an ability to apply them to real case situations
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Shows capacity to make use of analytical tools to aid assessment of strategy
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Further Comments as necessary
/35
Conclusions:
Draws sensible conclusions based on the analysis and discussion:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Conclusions reveal key learning to be taken from the analysis
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Further Comments as necessary:

/10
Technical and Professionalism Aspects of the Report
In-text citations and proper referencing (note: an absence of in-text citations and referencing may lead to penalties beyond the marks allocated for this
criteria point):
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Appropriate sources used and referenced:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Presented in well-thought out, consistent, readable form/appropriate length:
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Style, spelling, grammar and syntax
Excellent 0 Very Good 0 Good 0 Satisfactory 0 Needs Development 0 Poor 0

Further Comments as necessary

/10
Total: The paper is marked out of and then adjusted to conform to the 30% loading for the course

Summary Comments as Necessary:
School extension policy
Students wanting an extension must make a request at least 24 hours before the assessment item is due and the request must be received in writing by the unit assessor
or designated academic.

Extensions within 24 hours of submission or following the submission deadline will not be granted (unless supported by a doctor’s certificate or where there are
exceptional circumstances – this will be at unit assessor’s discretion and will be considered on a case by case basis). Extensions will be for a maximum of 48 hours
(longer extensions supported by a doctor’s certificate or exceptional circumstances to be considered on a case by case basis).

A penalty of 10% of the total available grade will accrue for each 24 hour period that an assessment item is submitted late. Therefore an assessment item worth 20
marks will have 2 marks deducted for every 24 hour period and at the end of 10 days will receive 0 marks.
Please note: work commitments are rarely a sufficient reason to approve special consideration and being away on holidays is never a reason. There is no penalty for
submitting an assignment BEFORE the due date, so if you are going away just manage your time to get assessment tasks finished before you go. You’ll enjoy your holiday
more.

Extensions will NOT be approved because of problems with personal computers or storage devices. Back up your work every day to a secure location.

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